Invoicing, payments and collection software was one of the first business functions to be disrupted by SaaS. But early limited tech saw invoicing platform solutions overpromise and underdeliver—while also highly embedded in operations and notoriously hard to step away from. So that first mover history has ironically made invoicing software one of the first and hardest-to-change legacy software systems in business.

That context made Nova Technology’s challenge a sharp one—how to enter a saturated market with a completely reinvented value proposition, while reassuring prospective corporation clients that adoption would be taken care of.

We knew it would need something special—so we worked closely with Nova’s founders to discover and create it.

That core strategic problem—of how to communicate seriously revolutionary new value with a modern, light touch for adoption—set the frame for our early conceptual work.

The core concept that emerged—The Science of Getting Paid—expressed those two ideas from the USP with a tone of voice that perfectly positioned the brand as a confident disruptor with a lightly humorous, approachable, very human side.

Executions like Technology that thinks you should be paid yesterday touched on cultural currents around AI making a leap into almost-personhood—positioning the brand as very much of the day, and very much the leader spearheading technology to transform client profitability.

Visual branding developed these ideas by radically departing from the typical disruptor/MVP SaaS visuals, instead creating unmistakably contemporary brand elements with a deft mixture of gravitas and humour.

Silhouettes and negative space invoke a planetary and epochal feel of large-scale change, a dark palette brings gravitas, and

strategic imagery invokes a very light touch of humour.

Alongside brand fundamentals, we ran a product architecture and product naming process to land on Pactual, Invoque and Optix—then took those into designing and developed a highly interactive, immersive and dynamic website experience to immediately fulfil the brand promise of trustable transformation.

As part of our vCSO and vCMO service, we took a deep dive into designing sales systems, sales playbooks, HubSpot integrations and campaign architecture.

Nova Tech launched first in Canada, then the USA, and Singapore—always with messaging and execution tailored for the different markets.

After some experiential design work transforming the new Nova Tech offices, our co-founders travelled to Singapore to celebrate the new offices and the 139% increase in website traffic driven by our campaign efforts on LinkedIn.